‘Meaty tricks get meaty treats’ in new Jack Links campaign

Jack Links has kicked off its Official Meat Tour, a campaign featuring pro snowboarder Zephyr Lovelock who gives away the meaty products to those who rise to the challenge.

Fuelled by the concept, “meaty tricks get meaty treats”, Lovelock rewards friends and randoms for putting their bodies on their line for fame, glory and quality snacks in the snowy mountains, terrain parks and resorts of the world.

“To be a pro snowboarder you’ve gotta put your meat on the line every day, it’s something I’ve done my whole life and it’s helped me to appreciate others doing the same thing,” says Lovelock.

“So we designed the Official Meat Tour to connect with lovers of the outdoors and snowy goodness who’re also putting it on the line.”

The campaign came to life after Jack Link’s media agency Gamechanger wanted a fresh way to connect with the snow scene. The team worked with sports marketing and communications specialist Paul Gunn of Gunn Communications to engage with find an athlete who aligned with the Jack Link’s brand.

Collaboration effort

Gunn was aware of Zephyr and his unique style, both on a board and in front of a camera, so he reached out to Zephyr and his dad Kelly (of Heads Hearts Hands) to see if they’d be interested in working with Jack Link’s – who then developed the concept idea.

Sandra Law, Founder of Gamechanger, says it was the insight and the way that the Official Meat Tour concept met the brief that did the trick.

“There’s plenty of action content out there but it was the fact that Zephyr came to us with a cool idea that not only sat naturally alongside the Jack Link’s brand, but could deliver colourful social content with a fresh take on activation. To get cut through now you have to have a great fit and engaging content – and this is what the Official Meat Tour has provided.”

So far Zephyr’s Jack Link’s Official Meat Tour has rolled through Europe and Australia and will be hitting the South Island terrain parks soon.

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